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Marketing Matters: Savvy Beauty Marketers Can Thrive in Challenging Times

By: Alisa Marie Beyer
Posted: April 30, 2009, from the May 2009 issue of GCI Magazine.

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Nanotechnology is seen as a promising new technology if handled judiciously in carefully formulated products. However, there is already a movement underway to have the U.S. Food & Drug Adminstistration to regulate engineered particles more rigorously. Stay tuned!

12. Buy Me. I’m Free of …

What’s not in a woman’s skin care and cosmetic product is just as important as what is in it. Hypoallergenic is still a key buzzword for her and a term she finds desirable on her skin care label. And she is looking for more on a product’s “non-ingredient” list—phrases such as paraben-free, fragrance-free, hydroquinone-free and noncomedogenic—terms that make her feel comfortable enough to give a product a try.

13. “Me” Skin Care to “Family” Skin Care

Since mothers are the primary purchasers of their family’s personal care needs, it’s no accident that their growing interest in natural and organic beauty care products has spilled over to their choices for their families. Baby care, in particular, has benefited. According to Euromonitor, while birth rates remain steady, baby skin care products are skyrocketing, reaching sales of more than $220 million since 2006. Baby sun care products are predicted to grow another 16% by 2011.

14. Masstige-itis

The line between a mass-market brand and a prestige brand continues to blur, with mass-market brands hyping claims of product superiority through advanced technologies and proven “clinical” brands. Drugstore beauty aisles are becoming more upscale with displays of exclusive brands and previously not-offered beauty services, giving them more of a prestige feel. Department stores are doing all they can to remain relevant to the masses while still offering a younger, hipper version of prestige, as the recent JCPenney/Sephora partnership suggests. While prestige skin care sales remain highly profitable and command a huge segment of the market, this trend is making prestige skin care brand marketers nervous, and for good reason.

Alisa Marie Beyer is CEO of The Benchmarking Company (TBC), a research and branding firm focused on the beauty industry. TBC’s women-only, permission-based Pink Panel provides beauty consumer data for the award-winning Pink Report, the quarterly research report that reveals what consumers of female beauty products want, what they’ll buy and why. E-mail: alisa@benchmarkingco.com; www.benchmarkingco.com